How To Succeed Across The Social Media Spectrum

A marketing campaign that lacks consistency across channels is going to be mediocre at its very best. At its worst, it will be an abject failure. How can a marketer expect to stay top of mind if they aren't saying the same thing in the same way in different channels? For offline and broadcast channels, it takes some thought and planning, but careful execution ensures that the messaging stays on target. But when the campaign leverages social media, suddenly it becomes significantly more difficult. The intrinsic nature of social networking means that the marketer is letting the consumer dictate the messaging, and necessarily, relinquishing any control. How, then, does one ensure that there is consistency across channels? What is the best way to drive the conversation in the right direction?...